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Boutique Lucerne 1.jpg

On april 20, 2012, a boutique exclusively dedicated to watches from the swiss watch manufacturer Zenith has opened on one of lucerne’s most prestigious streets, at no. 8, Grendelstrasse. this new concept store is far more than just a boutique; it’s a whole universe featuring an interior design that draws visitors into a temple of swiss watchmaking tradition, the Manufacture Zenith. this legendary firm is still located in the exact spot where its founder Georges favre-Jacot first established it in 1865. to this very day, it is there that each Zenith timepiece is developed, produced and assembled, benefiting from expertise handed down and enriched for almost one hundred and fifty years.

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The Lucerne boutique features the new design Zenith has developed for its points of sale. Upon stepping through the doorway, visitors are immediately immersed into the Zenith universe – a discreet world combining subtle expertise and noble materials assembled with a blend of precision and elegance. The interior decoration of the boutique picks up the same play on horizontal and vertical lines as the outside window, interpreting it in displays, counters and exhibition areas. A private space has been developed especially to welcome our VIP customers. In terms of materials, the dominant theme is wenge wood combined with “Chantilly” stone, creating a refined contrast between a deep chestnut brown and a luminous matt creamy shade. On the walls a series of chronometry prizes testify to the Manufacture’s expertise in the area of precision.

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Only a few rare brands can still boast complete mastery of the production of their own timepieces and thus lay claim to the supreme title of Manufacture. Zenith is one of these, and one can even safely state that its founder, Georges Favre, is the inventor of the concept of a watch Manufacture. It was he who had the idea in 1865 of building spacious and luminous buildings in Le Locle, in the Swiss Jura, where the full range of specialised artisans involved in the making of the various movement parts could be brought together under one roof. Prior to this, these craftsmen worked independently, scattered between various small work- shops : uniting them in one place would enable them to coordinate their work in order to improve the accuracy and the reliability of the watch mechanisms.


To this day, the Manufacture is still located in the exact place where the founder built his first workshop, and its buildings are part of an industrial ensemble that UNESCO added to its list of World Heritage sites in 2009 under the title “Watch- making town planning”. This is where all stages involved in production are still performed, which means that anyone acquiring a Zenith timepiece can enjoy the absolute certainty that it has been developed and produced from start to finish in the workshops of Le Locle.

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The Manufacture in Le Locle has considerable technical and creative potential: in almost 150 years of existence, it has filed more than 300 patents and won a vast number of timing competition prizes – 2,333 in all, making it the most titled brand. in terms of onboard watches, wristwatches and pocket-watches. Its achievements include the development of the world’s most precise series- produced mechanical calibre, beating at a frequency of 10 vibrations per second.
All the Zenith collections will naturally be on hand to be admired, tried on and adopted in the new Lucerne boutique. Whether the feminine lines (such as the Zenith Heritage Ultra Thin Lady Moonphase, an ultra-thin model interpreted in versions including some extremely elaborate models falling into the luxury jewel- lery category), or the masculine models, they are characterised by their innate elegance (Captain, a range encompassing models with a variety of horological complications), by their sporty appeal (El Primero Stratos Flyback), or by a tech- nical tradition magnificently represented by the El Primero Striking 10th model offering tenth of a second readoff. Zenith will also offer passionate enthusiasts a number of fine watchmaking models that the Manufacture produces in strictly limited series, such as the recently launched Academy Christophe Colomb, the first wrist chronograph featuring a movement housed within a miniaturised gy- roscopic cage in order to neutralise its wearer’s movements. All this and more awaits visitors to the brand-new Zenith boutique in Lucerne.

Related link: www.zenith-watches.com



 

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Very nice, sounds like a good reason to return to Luzern.


the recently launched Academy Christophe Colomb, the first wrist chronograph featuring a movement housed within a miniaturised gy- roscopic cage
: it is not a chronograph though
 

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As it happens, I passed through Lucerne on Thursday last week and stopped in. The boutique is indeed in a rich area for watch browsing. It is next door to a TAGHeuer boutique, more or less across the street from JLC, and just down the street from the Schwanenplatz, where Bucherer and Gubelin face each other. There are another half a dozen brand boutiques in the 'hood as well. In the Zenith boutique, everything was indeed sleek and new (although I didn't realize it was that new). The Pilot was there, as were the various models of the 38mm 36000VPH (the grey was a standout), and a few new variations on the 42mm version (yes, all still had that dial overlap that we don't like) , but they had not yet received any of the new Espada.

The dose of watch market reality that struck me was that in the brand boutiques mentioned above (the only places I went in) every last sales woman (there were no men) - without exception - was Chinese. Prolonged browsing at JLC finally caused a Swiss manager to appear (no, not to throw me out - I was very good about not slobbering on the display cases). Down in the Schwanenplatz, a half a dozen tour buses were letting off tourists - yes, all Chinese. It certainly put things into perspective from the point of view of the watch companies, and in Lucerne, it was downright surreal.
 

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Exactly. I noticed even some some shop windows there where the description of the watches was in Chinese as well.
 

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True. I was interested to see from the shop sign that Jaeger-LeCoultre is translated into Chinese using only two characters. Amazing language.
 

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Looks quite a bit like the boutique in Geneva. Not too surprising since Geneva is only six months old. I am a bit surprised that Lucerne appears to be the bigger shop.
 
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